VINITALY 2012: five new RobilantAssociati’s projects*

Wine estates from northern to southern Italy are becoming increasingly aware of the importance of the brand as a fundamental lever in developing and strengthening their competitiveness.

As many as five estates will come to Vinitaly 2012 with new projects, developed by RobilantAssociati, to present to the trade and the general public.

The wine producers which requested our advice were very different in terms of origin, size and production: the sparkling-wine maker from Trentino, Cantine Ferrari; the Roner distillery of Alto Adige; biodynamic estate La Raia of Piedmont; Melini, of Tuscany, a Chianti producer; and the centuries-old tradition of Salento wine-making in Apulia represented by Conti Zecca.

“Wine-making is one of Italy’s most dynamic economic sectors,” Maurizio di Robilant emphasises, “but product excellence alone isn’t enough to expand on the domestic market or to have a competitive edge on the international ones: you must know how to communicate. You have to deploy well-structured, future-focused brand strategies that highlight the special characteristics of each producer and its uniqueness, thereby transforming it, through the brand, into market value”.